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ForewordOf all the marketing opportunities new forms of digital media are creating, themobile platform is facilitating some of the most scalable methods for advertisersto target and reach their audiences. The use of mobile devices represents anunprecedented and unparalleled shift in how consumers use media. The mobilechannel’s growth as a marketing and advertising vehicle has been so fast thatmarketers are continuously ﬁnding new ways to leverage its power. This is anopportune time for marketers to try and understand the mobile media behaviorsamong global consumers in order to craft a wining mobile strategy.InMobi’s second Global Mobile Media Consumption survey provides uniqueinsights into the mobile consumer behavior of 15,000 respondents across 14markets.The Global Mobile Media Consumption report provides a view of some of the keytrends that the survey results have revealed, both by looking at the individualcountry picture and at the consolidated global level.We hope you ﬁnd these insights from the InMobi Global Mobile Media Consump-tion survey useful and we welcome further conversation around the data and itsimplications.InMobi Insights Team 33 2

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Executive SummaryThe pace of innovation around the mobile landscape is stimulating. Mobile has become instilled into the lives of consumers, and it isalready having an impact on commerce and payments, sales in physical retail stores, and e-commerce. Mobile is emerging as thepreferred channel of choice for large groups of consumers globally. As mobile is evolving into one of the most inﬂuential technologiesfor consumers, marketers are taking necessary steps to understand customer behavior within speciﬁc product categories. As thedevice wars widen with the launch of new smartphones and mobile operating systems, the entire mobile ecosystem, including mobileapps, mobile social media, mobile data and mobile advertising, are exploding.According to data from the International Telecommunication Union (ITU), total mobile subscriptions topped 6 billion globally with morethan 1 billion mobile broadband subscriptions worldwide. Smartphone use as a primary Internet device for shopping and social mediahas become mainstream and the rollout of 4G around the world will further drive smartphone engagement in the multichannelshopping experience. Mobile is becoming an important channel for advertisers as it enables them to be with the customer through thepurchase process, from initial awareness through consideration to ﬁnal purchase, thereby allowing them to engage audiences at eachstep of the process. 3

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It is time for marketers to deliberate on investments to develop and leverage appropriate mobile capabilities to support the needs ofthe customer through the purchase funnel. Marketers must make a bigger investment into this space and look at new technologies tohelp develop richer relationships and trust with consumers.Developing an understanding of the mobile behaviors of your target audience is key to building and reﬁning a strong mobile strategy.InMobi and research partners On Device Research and Decision Fuel have tracked media consumption behaviors across 14 key globalmarkets as part of our mobile media consumption study. The study reveals that consumers are actively initiating brand engagementsduring the course of their mobile sessions, inﬂuencing everything from social connections to buying intentions. The ﬁndings demon-strate how mobile advertising can play a key role in assisting advertisers that is increasingly challenging in a fragmented mediaenvironment. 4

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About Research Research Objectives: Explore the behaviors of mobile data users globally to understand: - How they consume diﬀerent media? - How they engage and interact with mobile? - How mobile and traditional media inﬂuence their shopping behavior? - How do they respond to mobile advertising? - Do they engage in M-Commerce? Research Methodology: - Recruited via InMobi global mobile ad network between August and November 2012. - Used Decision Fuel & On Device Research mobile web platforms to collect a representative sample, including a full range of smartphones and feature phones. - Weighted according to available mobile web demographics. Geographic Coverage: - To better understand changing media consumption usage and behaviors across the world, InMobi conducted a research study among over 15,000 mobile web users in 14 markets, including: China, India, Japan, Korea. Singapore, Australia, New Zealand, UK, US, France, Germany, Kenya, Nigeria, South Africa 5

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Key Findings Mobile devices rule media consumption: Globally mobile ranks ﬁrst in media consumption, comprising 1.8 hours of the 7 hours spent consuming media - this is more than a quarter of time spent with media, outpacing TV (1.5 hours), PCs (1.6 hours) and any other channel. Globally consumers are increasingly connected and our survey shows they are increasingly multitasking when it comes to multi- media. 62% of mobile web users engage in mobile media activities while watching TV. Across emerging and developed markets, mobile web is no longer just about early adopters and its moving into the mainstream. 27% of respondents stated they have actively used 6-10 apps in the last 30 days. Growth in mobile use in the coming year will be primarily driven by social media, app download and search activities. 59% of mobile users globally are as comfortable with mobile advertising as they are with TV or online advertising. Sources where users discover mobile ads: 54% via apps, 40% on a search engine, 27% on a retailer website, 23% on a video website and 17% others. Only 15% of mobile web users frequently click on mobile ads unintentionally. Mobile ads are almost on par with TV and online in terms of impact on purchase decisions globally. 80% of consumers plan to conduct mobile commerce in the next 12 months. 6

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Mobile is Getting BiggerTo see how big of an opportunity the mobile market is, we must take a deeper look at the actual numbers: Machines are all set to outnumber humans on planet earth. By the end of 2013, the number of mobile-connected devices will exceed the number of people on earth, and by 2017 there will be nearly 1.4 mobile devices as against every human. 91% of all smartphone users have their phone within arm’s reach 24/7 – (Morgan Stanley, 2012) Mobile marketing will account for 15.2% of global online ad spend by 2016. (Berg Insight, 2012) According to Gartner, Global mobile ad expenditure is forecast to be US$11.4b in 2013, up from $9.8b in 2012, rising to $24.6b in 2016. Asia will continue to be the largest mobile ad market, initially driven by Japan and South Korea, and later by China and India. However the North American market is catching up fast. eMarketer estimates that 1.7 billion people around the world will access the internet via a mobile device in 2013. By 2016, there will be a staggering 2.5 billion mobile internet users worldwide. Global technology giant Ciscos Global Mobile Data Traﬃc Forecast says that global mobile data traﬃc grew 70% in 2012.Last year’s mobile data traﬃc was nearly 12 times the size of the entire global internet in 2000 7 5

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IntroductionIn today’s technologically advanced world, where consumers are demanding access to services and content on the move, mobile is rapidly evolving into one of the most inﬂuential technology for the marketer and mobile media is moving business away from traditional media and is becoming more integrated and central part of consumer’s media consumption. The world of communication now shifting from TV to desktops and now to mobile and with the mobile population about to breach the 1 Billion mark, marketers are now realigning their advertisement strategies to incorporate mobile based advertising. Internet has been the catalyst in this revolution by keeping people connected. As the consumer behavior is undergoing a change in terms of their thinking and behavior, marketers are also changing the way they engage their consumers to drive engagement and loyalty. They are looking to understand, leverage and measure mobile advertising and also look to integrate online and oﬄine customer acquisition and relationship building. As more people use their smartphones to research products, the mobile is the channel to drive advertisements that are not only relevant, but also precise and targeted. With the potential intimacy, personalization and contextual content oﬀered by mobile, a signiﬁcant opportunity exists not only in advertising but also lower funnel marketing or engaging with existing customers. It is important for the marketers to understand the behavior of consumers in today’s world where people spend majority of their time on mobile. Mobile holds true potential of being the ultimate channel for advertisers and it is imperative for marketers to have a strategy that is mobile ready. Here are few insights gathered from the global mobile media consumption study by INMOBI and their research partners. 8

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General Media ConsumptionMobile is becoming a hot favorite in consumers’ media worldMobile devices rule media consumption: Q1: In a typical day, approximately how much time do you spend on media?Globally mobile ranks ﬁrst in mediaconsumption with 1.8 hours of the Mobile 108 min7 hours spent consuming media- this is more than a quarter of timespent on mobile, outpacing TV (1.5 hours), OnlinePCs (1.6 hours) and any other channel. 93 minClearly, mobile asserts its dominanceover Internet & traditional media. HOURS OF MEDIA PERGlobally mobile is the preferred media DAY Television 92 minfor communication, entertainment andsearch among consumers. Radio Magazines 52 min 35 min Tablet 37 min N=12,723 *Note: Data excludes UK & US as options are not asked in these markets 9

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Marketing ImplicationsSo far, mobile ad spend has not kept up with the growth in actual consumer engagement in this channel, and represents only 1% of theglobal ad spending. Mobile media is becoming an integrated and central part of consumer media consumption with customers demand-ing access to content and services anywhere and at any time. According to Forrester, smartphones and tablets will put power in thepockets of a billion global consumers by 2016. Mobile has opened a variety of diﬀerent techniques for marketing and has enormouspotential to connect advertising in the physical world. Here are a few reasons as to why mobile marketing is important today: Mobile search has been consistently on the rise with consumers searching for things daily and often multiple times a day Mobile is highly contextual which includes consumer’s preferences; situa- tion and position meaning the mobile device will know more about consum- ers than any other device Mobile is essentially changing the consumer’s lifestyle on how they interact with world around them Mobile marketing is very personal and acts as a bridge that makes advertis- ing more accessible and actionable to each and every consumer More and more people are accessing internet on mobile phones and tablets than desktops and laptops Mobile marketing is immediate unlike other forms of marketing or advertis- ing with promotions reaching the target audience without any delay. Mobile oﬀers a diverse medium in mobile search, apps, mobile websites and SMS for advertisers to interact with consumers 11

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Multitasking Between Media Channels is the New Norm Globally consumers are increasingly connected and our recent survey shows they are increasingly multitasking when it comes to multimedia. 62% of mobile web users engage in mobile activities while watching TV. What are audiences doing while watching TV? 48% of mobile web users are mainly engaged in social networking, 46% messaging, and 30% playing games. Interestingly, advertisers should take note that while viewers may be splitting attention between two (or three) screens, 18% of mobile web users searched for product information while the television was on.Multitasking has changed the way we use mobile which has made possible for us to do diﬀerent things at the same time.Marketing Implications Q2: For mobile activities like surﬁng the web (excludes calls and SMS), do you typically use your mobile when? While watching TVMobile devices are an integral part of consumerhabits and are able to receive and process multiple 62% of mobile web users engage in mobile activitiesstreams of messages at the same time. Attention while watching TVaround a body of content across multiple channelscreates opportunities for advertisers to leveragesynergies between these channels. Hence it is TV MOBILEimperative for marketers to correlate multiplechannels such as TV consumption and consumerInternet behavior; using portable devices to createa dialogue and inﬂuence purchasing behavior can N=14,777have a multiplier eﬀect. 12

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Mobile App Usage Soars- Mobile app use is accelerating; 27% of respondents stated they have actively used 6-10 apps in the last 30 days.Marketing ImplicationsApps are now an integral part of the mobile marketing mix as they utilize all the functionality of a smartphone, provide useful andengaging brand experiences and can connect brands and products directly to consumers. Q3: Of all the apps you currently you have, how many have you actively used in the last 30 days? 48% 6.5 apps actively used 27% in last 30 days. 8% 9% 9% None 1-5 6 - 10 11 - 15 Over 15 N=9,372 *Note: Data excludes UK & US as options are not asked in these markets 14

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Mobile Devices Becoming Medium of Choice to Access the InternetAcross emerging and developed markets, mobile web is no longer just about early adopters and its moving mainstream.Our studyclearly demonstrates that mobile Internet usage is now a mass market phenomenon. 50% of average global mobile web users now usemobile as either their primary or exclusive means of going online.Marketing ImplicationsIn today’s world of better network coverage, faster connections and aﬀordable smartphones and tablets, mobile devices are rapidlybecoming the primary medium to access the Internet. This has opened up tremendous opportunities for players in the communica-tions and media industries. 50% of the average global mobile web users now use mobile as either 50% their primary or exclusive means of going online Q4: How do you typically go online to surf the web? 15% 35% 32% 18% Mostly via a Evenly split between mobile and Mostly via mobile Only via desktop/ laptop desktop/ laptop phone mobile phone N=14,632 16

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Mobile Media Behaviors: Why? Mobile has been thoroughly adopted among users largely because of its convenience and on-the-go availability. 47% of users say they prefer mobile because "its easy to use" and “it’s constantly with them” and ﬁnally, 28% agree that a mobile device is a more private way to consume information and communicate. Q6: Which of the following best describes why you use your mobile device to access content or use applications? 47% 47% 28% 20% 18% Its always Its easy to I can use it Boredom Save N=14,777 there use privately money 20

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Mobile Media Behaviors: Where?Mobile is becoming an important companion, particularly for the in between times. 85% of mobile web users globally use theirdevice while waiting for something, 82% use it while lying in bed and 62% while watching TV. Other usage occasions include whilespending time with family (48%), at a social event (45%), commuting (60%) and shopping (43%). Q7: For mobile activities like surﬁng the web (excludes calls and SMS), do you typically use your mobile when …. ? 85% 82% 62% 60% 48% 45% 43% 30% WAITING FOR LYING IN BED WHILE COMMUTING SPENDING TIME AT SOCIAL SHOPPING IN THE SOMEONE WATCHING TV WITH FAMILY GATHERINGS BATHROOM Sample size: n=12,723 *Note: Data excludes UK & US as options are not asked in these markets 21

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Mobile Media Behaviors: What?Social Media (20%), Entertainment (19%), and Games (17%) are the top 3 mobile media activities among mobile web users globally.Mobile media activities are only going to continue to grow. The rapid development of social networking sites and the consequent needto be constantly connected are fuelling this mobile growthMarketing ImplicationsOn the go and convenience, including the ability to access media anytime and anywhere has made mobile the device of choice forconsumers. This represents an opportunity for brands to engage consumers in the mobile space and earn their attention and trust in thepath to purchase. Consumers can now respond to a TV ad by conducting product research, comparing prices and reading reviews onmobile without interrupting their viewing experience. Q8: In a typical day, approximately how much time did you spend on your mobile doing the following: 20% 19% 17% 15% 12% 9% 9% Social Media Entertainment Games General Info E-Mail Local Search Shopping & Search N: 7,403 22

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GROWTH Q9:In the next 12 months, for which two mobile activities would you expect your usage to increase the most? Social Media 39% Search/Download Apps 26% Search for general information 25% Growth in mobile use in the coming year Watching videos / listening to music 23% will be primarily driven by social media, Playing games 21% app downloads, and search activities. Send and receive e-mail 20% Mobile banking and bill payments 19% Shopping 15%Search for local information and deals 12% Sample size: n=12,723 *Note: Data excludes UK & US as options are not asked in these markets 23

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Comfort Levels are already High with Mobile as an Advertising Platform Q10: Compared to other forms of advertising like TV or online, how comfortable are you with mobile web and mobile app advertisements (not SMS)? More comfortable, I ﬁnd them to be very useful 29% 59% of mobile users are as Equally comfortable, Im getting used to seeing them 30% comfortable with mobile advertising as they are with Less comfortable, I ﬁnd them intrusive 20% TV or online advertising No opinion, I dont think much about ads on my phone 21% N: 14,439 24

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Mobile Ads Present Enormous Opportunities- 87% of users have noticed mobile ads on their devices- Mobile ads In-apps are the most noticed among mobile users- Other sources where users remember seeing mobile ads: 40% on a search engine, 27% on a retailer website 23% on a video website and 17% others Q11: I have noticed advertising on my mobile device before …. (Select all that apply) 54% 40% 27% 23% In-app ads has high visibility 17% among mobile users globally. In an app On a search On a retailer On a video Others engine website website N=9,441 *Note: Data excludes UK & US as options are not asked in these marketsMobile ads drive action. After seeing mobile ads: - 80% of users downloaded an app - 67% of users visited the website of the advertiser - 52% of users visit the store/retailer/business to get additional information - 46% of users have purchased products via mobile - 45% of users locate an advertiser on map - 37% of users call the advertiser 26

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Accidental clicks on mobile ads are a rarity- Only 15% of mobile web users frequently click on mobile ads unintentionally. Q12: How often do you unintentionally click on a mobile ad (i.e. ads displayed on mobile phone e.g. banners, rich media ads)? Never 5% Marketing Implications: 10% 18% According to Berg Insights, mobile will Rarely account for 4.4 percent of total global (less than 5% of the time) ad spend across all media as early as ONLY 15% OF 2017 and the global mobile marketing OF MOBILE WEB Occasionally and advertising market will grow from USERS (5-10% of the time) $5 billion in 2011 to $26 billion in FREQUENTLY CLICK ON MOBILE ADS 2017. The majority of the users are Frequently 28% UNINTENTIONALLY comfortable with mobile advertising (10-25% of the time) and this is only bound to increase as 39% advertisers create more engaging Very frequently experiences through rich media and (over 25% of the time) as publishers optimize their sites for mobile. N=9,127 *Note: Data excludes UK & US as options are not asked in these markets 27

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Mobile Ads Throughout the Purchase Process- Mobile devices have become an indispensable shopping tool and are used across channels and throughout the research and decision-making process- Mobile advertising is also proving to be eﬀective across purchase funnel: 75% of respondents claim they have been introduced to something new via their device, 67% feel that it has provided them with better options and 46% said they had made purchases using their mobile device. Q14: Has mobile advertising ever.Marketing ImplicationsThe rapid adoption of smartphones and Awareness 75% Introduced you to something new.mobile Internet is clearly making mobile anend-to-end transactional Beyond creating Favorable opinion 67% Provided you with better options.brand awareness, mobile ads are now creating Helped you ﬁnd something nearby.a unique medium of location based, social Consideration 69% / 55% Caused you to reconsider a product.communication to help inﬂuence and drive Shopping 45% Inﬂuenced your in-store purchase.the purchase process. The role of mobileadvertising will continue to expand with 46% Sale Inﬂuenced you to buy via your mobile.technological advances as advertisers focuson reaching consumers with targeted andpersonalized information depending on usercontext. N=12,723 *Note: Data excludes UK & US as options are not asked in these markets 30

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GROWTH 80% of consumers plan to conduct mobile commerce in the next 12 months, a 14% increase from where we are today. N=12,723 *Note: Data excludes UK & US as options are not asked in these marketsMarketing ImplicationsRetailers can incorporate mobile by oﬀering special discounts, mobile coupons and mobile shopping options with targeted advertising.Consumers searching for convenient options are looking at smartphones to browse digital storefronts, research products, look for dealsand make purchases while on the move.

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ConclusionIn an increasingly mobile world, digital and multi device behavior is now mainstream with a full breadth of options open to marketers.Mobile devices are always on and highly personal with access to services and content anywhere and at any time, transforming the wayconsumers interact with brands. This has created a situation where the expectations of personalized information are high.Mobile now represents a healthy share of overall media consumption and marketers need to look at how to deﬁne success in marketingand tailor their messages to each of the many devices now available. Marketers should evaluate mobile behavior patterns to createcampaigns that will connect with consumers. Mobile continues to be a key and growing strategy for many companies as browsing,shopping and networking are all literally shifting to mobile. The growing percentage of Internet traﬃc from connected mobile devicesdemonstrates the importance of this channel. 35

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Next Steps for Marketers Deﬁne Objectives – Clearly deﬁne your approach across all the channels and how mobile ﬁts into this strategy Research and Analyze - It is important for marketers and advertisers to collect the right data, ﬁnd those using services such as mobile shopping and mobile payments, and understand how they want to be communicated with Integrate and innovate – Add mobile to an integrated campaign comprising existing oﬄine and online channels and deliver consistent messaging. Create interactive and innovative campaigns on mobile to connect in places and times other channels don’t serve to attract consumers Get the basics right, but don’t stop there: While optimizing websites and E-mails for mobile is important, mobile marketing can go so much further. Make the most of the real opportunity that mobile presents – to reach consum- ers on the go, when they are at speciﬁc locations, with appropriate messages and interactive content that engages them in new and exciting ways Tap social via mobile: Marketers can enable mobile users to easily and quickly enter a company’s social media sphere. Mobile apps and icon-embedded marketing content are perfect gateways for mobile users to follow or like a company, or to post reviews. Give users a fun reason to do so, or reward them when they do to increase engagement M-Commerce: Make it easy for consumers to make purchases on a mobile device by streamlining the check-out process and reducing the number of clicks to purchase 36

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References1. Mobile’s Potential Lies Beyond an Extension of the Desktop (A Forrester Consulting Thought Leadership Paper Commissioned By Velti), November 20122. Unlocking the Power of Mobile, Initiative3. The State of the Global Mobile Consumer: Connectivity is Core, Deloitte, 20124. Riding the Mobile Innovation Wave in Emerging Markets, Accenture, 20105. Mobile Web Watch 2012, Accenture6. Drive Higher Brand Engagement On Mobile Devices, Forrester, 20117. The Connected Consumer, the e-tailing group, 20118. The Rise of Mobile Marketing New Opportunities for Consumer Companies and Mobile Operators, Booz & CompanyAdditional ResourcesThis whitepaper represents a fraction of the valuable ﬁndings in the Global Mobile Media Consumption Study conducted by InMobi,Decision Fuel, and On Device Research.If you would like to see more detailed presentations, you can download the latest InMobi Global Mobile Media ConsumptionPresentations for free here: www.inmobi.com/insights 37

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Research Partners At Decision Fuel, we take a fresh approach to consumer insights. We help our clients reach informed TM decisions through quality research thats simple to use, lightning-fast and surprisingly cost-eﬀective. We use a custom-built technology platform to design and deliver short, tailored consumer surveys over mobile devices. Research can be set up in minutes, deployed instantly and tracked in real time. Full analytics and insight are delivered with unprecedented speed and clarity. Decision Fuel combines all the features research buyers need and strips away anything that gets in the way of better, faster, more informed decisions. We can help your company unlock consumer thinking in the worlds most challenging, dynamic and high-growth markets. Specialties Consumer insights, Mobile technology. On Device Research uses the mobile internet to gain access to consumer opinions any time or location. Mobile research brings fresh, instant responses that accurately capture consumer’s feelings, thoughts and opinions, in a quick and cost eﬀective way. Through our proprietary technology and skill at creating mobile surveys On Device Research transcend geographical barriers, delivering meaningful, targeted data from proﬁled global respondents. Our technology allows clients to commission projects theyve never been able to do before, especially in emerging markets. So far On Device Research has delivered 1 million surveys across 50 countries. Specialties Mobile Research, Mobile Internet, Emerging Markets Research, Mobile Surveys, Market Research, In the Moment Research, Understanding Mobile Consumers, Advertising eﬀectiveness. 39